图书简介

Preface \\ Acknowledgments \\ About the Authors \\ Chapter 1. The Entrepreneurial Venture \\ Chapter Learning Objectives \\ The Entrepreneur \\ Types of Entrepreneurial Ventures \\ Where Are Today’s Entrepreneurs Coming From? \\ Your Challenge \\ Global Entrepreneurship and the Acceleration of Competition \\ Customer-Focused Business Models \\ Developing an Entrepreneurial Culture \\ The Need for Continuous Change \\ Social Entrepreneurship in Our Economy \\ Conclusion \\ Entrepreneurial Exercises \\ Chapter 2. Creativity and Market Viability \\ Chapter Learning Objectives \\ In Search of the Valuable Idea \\ The Power of Human Creativity \\ Screening and Evaluating Ideas \\ Market Evaluation Steps \\ Creating a Potential Adopter Profile \\ Building an Opportunity Evaluation Model \\ The Seven-Part Assessment Model \\ Assessing the Actual Market Potential: The Ugly Realities \\ Conclusion \\ Entrepreneurial Exercises \\ Chapter 3. Industry and Competitive Analysis \\ Chapter Learning Objectives \\ Assessing the Industry \\ The Macroenvironmental Analysis Process \\ Components of the Macroenvironment \\ Stages of Industry Development \\ Analyzing Industry Behavior \\ Competitive Analyses and Competitive Profile Matrices \\ Creating Your Business Model \\ Entrepreneurial Exercises \\ Chapter 4. New Venture Marketing \\ Chapter Learning Objectives \\ Customers and the Market \\ “Market Disruptors” \\ Switching Cost: A Barrier to Adoption \\ Market Research and Market Segmentation \\ Effective Marketing Strategies \\ Components of a Marketing Strategy \\ Product Strategies \\ Place Strategies \\ Pricing Strategies \\ Promotion Strategies \\ Conclusion \\ Entrepreneurial Exercises \\ Chapter 5. The Financial Plan \\ Chapter Learning Objectives \\ By the Numbers \\ Financial Analysis \\ Basic Financial Statements \\ Breakeven Analysis and the Pro Forma Financial Statement \\ Financial Ratio Analysis \\ Conclusion \\ Entrepreneurial Exercises \\ Chapter 6. Cash Flow Management \\ Chapter Learning Objectives \\ Cash and Profits Are Not the Same \\ Cash Flow Process \\ Cash Flow Management: Inventories \\ Cash Flow Management: Accounts Payable \\ Avoiding the Cash Crunch \\ Conclusion \\ Entrepreneurial Exercises \\ Chapter 7. The Founder and the New Venture Team \\ Chapter Learning Objectives \\ Founder’s Responsibility \\ The Founder as Leader \\ Leadership in Action \\ Team Member Success = Organizational Success \\ Team Member Selection \\ Creating an Ethical Environment \\ Conclusion \\ Entrepreneurial Exercises \\ Chapter 8. Forms of Ownership \\ Chapter Learning Objectives \\ Protecting Intellectual Property \\ Protecting Intellectual Property Rights \\ Selecting an Appropriate Form of Ownership \\ Business Licenses and Permits \\ Contracts \\ Selecting an Attorney \\ Conclusion \\ Entrepreneurial Exercises \\ Chapter 9. The Business Plan \\ Chapter Learning Objectives \\ The Value of Writing a Business Plan \\ Road Map to Success \\ Challenges of the Business Plan \\ Structure of the Business Plan \\ Presenting the Business Plan \\ Entrepreneurial Exercises \\ Chapter 10. Equity Capital \\ Chapter Learning Objectives \\ Equity Capital \\ Sources of Equity Financing \\ Types of Equity Instruments \\ Raising Equity Capital \\ Entrepreneurial Exercises \\ Chapter 11. Debt and Alternative Forms of Investment Capital \\ Chapter Learning Objectives \\ Fundamentals of Non-Equity Financing \\ Government Sources of Capital \\ Entrepreneurial Exercises \\ Chapter 12. Structuring the Deal \\ Chapter Learning Objectives \\ Managing Investor Expectations \\ Valuing the Start-Up Company \\ Example of a Draft Private Placement Memorandum \\ Entrepreneurial Exercises \\ Chapter 13. Harvesting the Venture \\ Chapter Learning Objectives \\ Preparing For Your Exit \\ Selling the Venture \\ Mergers \\ Public Liquidity Event \\ Bankruptcy \\ Entrepreneurial Exercises \\ Cases \\ Case 1: Never Underestimate the Power of Marketing \\ Case 2: A Little Bit of Science Never Hurts \\ Case 3: When Adversity Strikes \\ Case 4: Knowing When to Regroup \\ Case 5: When to Trust Your Gut \\ Case 6: Listen to Customers and Advance Incrementally \\ Case 7: Mitigate Risk \\ Case 8: Venture Capitalist Turned Entrepreneur \\ Case 9: Living an Entrepreneur’s Life \\ Case 10: To Sell or Not to Sell \\ References \\ Index

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